摘要
消费者对品牌同时存在着两类不同性质的情感:个人情感和社会情感。消费者—品牌的个人情感产生于与品牌的互动过程,具体维度为爱和体验;消费者—品牌的社会情感产生于特定的文化背景,是消费者对其文化身份认同的结果,与道德相关,带有义务性成分,基本维度为荣辱感和一体感。
Through empirical study,this article indicates consumers hold two different types of affectionate bond for brand,individual bond and social bond simultaneously.Individual bond comes from interaction with brand,which subdimensions are love and subjective experience.Social bond results in consumers＇ culture identification in specific culture background,related to moral and obligatory,which subdimensions are feelings of familial unity（being one）and sensory of glory and humiliation.
出处
《武汉大学学报（哲学社会科学版）》
CSSCI
北大核心
2010年第3期446-450,共5页
Wuhan University Journal：Philosophy & Social Science
基金
国家自然科学基金项目(70772045)
关键词
消费者
品牌
个人情感
社会情感
customer
brand
individual affectionate bond
social affectionate bond
